With chocolate, sometimes we want the facts. No elaborate design, no patterns, just the tasting notes. That’s why we adore this concept from London agency Look At That—one only needs to look at the percentage to really get a feel for how sweet or bitter these treats would conceivably be.

“The percentage of cocoa in chocolate is a pretty reliable indicator of where it sits on the sweet to bitter scale, more so than descriptions such as milk, semisweet, or bittersweet. It’s how most customers navigate through the craft chocolate scene, hence why we have seen brands plaster their packaging with percentages. Percentage Chocolate explores how this can be done elegantly in keeping with the essence of craft chocolate.